醫院內部行銷對顧客導向行為之相關性研究

為瞭解醫院對內部行銷對顧客導向行為的相關程度之關聯性，本研究以問卷調查法進行探討，並以spss windows 12.0版統計套裝軟體進行因素分析、單因子多變量變異數、單因子變異數分析、迴歸分析及典型相關分析等方法進行資料分析。研究結果發現，醫學中心對於內部行銷之重視程度高於其他分級之地區醫院及區域醫院；醫技人員對於顧客導向的認同程度較行政及護理人員低；影響內部行銷之因素以「教育訓練」及「主管支持」最具有顯著表現；研究同時發現，內部行銷對於顧客導向行為具有正向影響。因此，依據研究結果建議醫院管理者，能夠正視內部行銷對於落實顧客導向的之重要性及必要性，及其所足以成長經營績效之助力。

關鍵字

內部行銷；顧客導向；教育訓練；主管支持

並列摘要

The Relationship between Hospitals Internal Marketing and Customer -Oriented Behaviors Author:Hui-Chun chen　　　　　　　　　　　　Advisor:Chun-Hung Hsieh Abstract In order to discuss the relationship between internal marketing and customer oriented behaviors, structural questionnaires would be used to collect data. The statistic techniques for data analysis in this study would include the Descriptive statistics, Factor analysis, t-test, ANOVA, Canonical correlation analysis, Regression analysis through SPSS software. Findings in this research are following: 1. The internal marketing is taken seriously in medical center than in region hospital and local hospital. 2. Approval level of customer oriented behaviors in medical technicians is lower than the Administrative personnel and the nursing staffs. 3. Educational training and chiefs' supports are two important factors that Influence in internal marketing. 4. Internal marketing has positive influences to customer oriented behavior. According to the conclusion of this research, we could make a Suggestion that if internal marketing is taken seriously by hospital administrator, then would promote the customer-oriented behaviors and management efficiency. Key Words：Intern Marketing, Customer-Oriented, Educational Training, Chiefs' Supports

並列關鍵字

Internal Marketing ； Customer-Oriented ； Educational Training

參考文獻

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醫院內部行銷對顧客導向行為之相關性研究

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